According to ET Google has conducted a study implemented by the strategic market research firm Media Screen to gain deeper understanding of Indian consumer behavior in the online space. According to the study

18% of all financial products are sold online in India

Nearly 68% of consumers go online to research products that interest them

Comparing costs and product details are the two most common online financial research activities.

30% of consumers also use search engines to become aware of special rates/promotions and to access expert advice.

Around 55% people see an online advertisement and click on them to learn more.

I refuse to believe the last point of the study since if 55% of users were clicking on financial products ad in India the clickthrough rates would be much higher. Google has been targeting BFSI sectors aggressively for search advertising since it fits well in their model of providing leads based advertising and hence this information was released in ET so if I were in financial services sector i will take this report with a pinch of salt(via Pluggdin)Related readsBanking sector to increase advertising